Saturday, May 14, 2011

Deciphering marketing trends are as difficult as decoding the world’s unsolved mysteries. Because like conducting investigations, discovering today’s consumer trends entail one to have a keen eye and a wide variety of techniques to be able to crack it.

Driven with such premise, the Philippine Marketing Association (PMA) has taken bold steps as it is set to offer a Sherlock-Holmes inspired 42nd National Marketing Conference (NMC), dubbed as True Marketing Stories Exposed: Revealing Secrets for Business Success, slated on June 23 to 24 at the Grand Ballroom of Sofitel Philippine Plaza in Pasay City.

According to Von Hizon-De Torres, president of PMA, this year’s NMC takes one to a deeper and more comprehensive look into the ever-changing landscape of Philippine marketing. “This is where the truth about marketing is exposed—real stories as told by people who took a bold step and made an impact in the industry,” she said.

With marketers dressed as true detectives, this year’s theme highlights the significance of “investigative marketing” in enhancing the business profitability of the top corporate leaders and marketing professionals.

Henry Tenedero, director-in-charge of the 42nd NMC, said, “In an inspiring, success story-like manner, the participants will learn practical tips that can be applied to their enterprises.”

Uncovering the Trends

Chaired by PMA past president Bernardo “Ber” Pacheco, the marketing conference will uncover topics ranging from today’s dynamic consumer trends down to learning creative ways to position a new product against those that are already established.

For day one, with the theme Understanding Marketing Today, topics to be revealed are: Investigating the State of Marketing; Captivating Today’s Unfaithful Customer; Marketing War for Talents; Pricing Against the Giants; and Sense and Sensibility Challenge: Marketing the experience.

Learning marketing styles from the expert, the discussions are said to give one a comprehensive identification and understanding of key factors and “temptations” that influence market behavior, as well as tips on how small companies can compete with the big ones in terms of attracting potential manpower, among others.

Come day two, the target will be on Marketing Solutions with topics exposing the following industry trends, specifically, The Anatomy of the “Empreneur:” The 21st century marketer; Digital Brand Health: A framework for marketing using digital; Bringing on the Goods to the Next Level; Branding Against Big Brands; Promotions that Really Make Money; and Battlefield of Activations: The first moment of truth.

Covering such topics, the second day of NMC will puzzle out ways to learn the creative mix for a hardworking employee with superb entrepreneurial mindset; to view positively the big makeover, where PR and marketing get digital; to find out ways to differentiate a product from the big brands and effectively penetrate the market; and to discover inspiring ways to get people join a noble cause, plus how emotional marketing can help brand activation.

The banner activity of the Philippine Marketing Association, the 42nd National Marketing Conference is paralleled with the association’s aim to develop and promote Marketing as a science and a profession guided principally by the universal principles of ethics, corporate citizenship, and corporate social responsibility.

For registration and other inquiries, please contact the PMA secretariat at 634-5722 or 634-4890 and look for Ms. Lira Ligero. You can also visit www.philippinemarketing.net.ph or e-mail at pmanmc_2011@yahoo.com.